Healthy Skepticism Library item: 18100

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

White C
Publish and be pampered: How freelance health journalists are under increased pressure from PR firms
BMJ 2003 Aug 9; 327:(7410):348
http://www.bmj.com/cgi/content/extract/327/7410/348

Abstract:

A“message” reported in the news media is eight times more likely to be trusted than an advertisement, according to a survey of 850 US and European opinion leaders, published earlier this year. An article in a news magazine is 10 times more likely to be trusted than a product advertisement, the survey, Building Trust, by public relations giant Edelman, showed (www.edelman.com).

Credibility depends on repeated exposure to the message, the survey indicated. No surprise, then, that the pharmaceutical industry, and nutriceutical and lifestyle product manufacturers court health journalists as eagerly as they do doctors. This courtship is not restricted to journalists writing for specialist medical publications; consumer media are also on the agenda.

And there’s a lot more of it on the way. “Health is a growth area for PR,” says Ann Mealor, assistant director of the UK’s Institute of Public Relations, which aims to promote best . . .